Bally's Corporation is a global casino-entertainmentcompany with a growing omni-channel presence. It currently owns andmanages 15 casinos across 10 states, a golf course in New York, ahorse racetrack in Colorado, and has access to OSB licenses in 18states. It also owns Bally's Interactive International, formerlyGamesys Group, a leading, global, online gaming operator, BallyBet, a first-in-class sports betting platform, and Bally Casino, agrowing iCasino platform. With 10,600 employees, the Company'scasino operations include approximately 15,300 slot machines, 580table games and 3,800 hotel rooms. Upon completing the constructionof a permanent casino facility in Chicago, Bally's will own and/ormanage 15 casinos across 10 states. Bally’s also has rights todevelopable land in Las Vegas post the closure of the Tropicana.Well, what about the team? The Head of Search Engine Optimisation(SEO) and App Store Optimisation (ASO) is responsible fordeveloping and executing a unified global SEO and ASO strategy,ensuring alignment with market and global strategic pillars. Thisrole will lead efforts to enhance domain strategy, technical SEO,content production, and reporting, while collaborating withinternal teams and external partners to drive sustainable organicgrowth. This role will also oversee the SEO & ASO function,ensuring seamless collaboration between market teams, brand andcreative, technology, and external agencies. This is a uniqueopportunity to shape the global SEO and ASO strategy for ahigh-impact organisation, working with cross-functional teams todrive best-in-class organic growth. You’ll play a pivotal role inleveraging AI, optimising technical SEO, and improving contentstrategies, all while collaborating with leading industry partners.In addition, you’ll sit as part of the leadership team within ourGlobal Marketing Services division and work closely with the VPGlobal Marketing Services and other Heads of to create aservice-oriented function that delivers global solutions to ourcountry commercial units. So, what will you be doing? - Developingand implementing a global SEO & ASO strategy, aligned withbusiness goals and market-specific needs. - Defining and managingthe domain strategy, ensuring SEO best practices across all digitalplatforms. - Identifying growth opportunities through competitiveanalysis, keyword research, and algorithm trend monitoring. -Establishing a roadmap for SEO AI integration, leveragingautomation and machine learning for efficiency. - Building andexecuting a backlink strategy to enhance domain authority andorganic reach. - Staying ahead of industry & algorithm trendsand search engine algorithm updates, adjusting strategiesaccordingly. Leadership - Lead and line manage our team of SEO, ASOand content specialists to execute the strategy - Develop thepeople within the team and foster a culture of continuousimprovement - Set high standards and drive strong performancewithin the team Technical SEO & Platform Management - Ensuringoptimal website architecture, mobile optimisation, and siteperformance. - Overseeing technical SEO implementations, includingstructured data, crawlability, and indexation. - Managing platformintegrations to improve organic search performance across multiplemarkets. - Developing SEO content guidelines and collaborate withcontent teams to produce high-quality, search-optimised material. -Conducting keyword research and competitor analysis to informcontent strategy. - Establishing best practices for evergreencontent and ensure consistency across markets. App Store KeywordResearch and Optimization - Conducting thorough keyword research toidentify high-impact keywords and phrases. - Optimising app titles,descriptions, and metadata to improve search rankings andvisibility. App Store Assets - Managing the strategy for our appstore creative assets, such as app icons, screenshots, andpromotional videos, to enhance app store listings. - Ensuring ourASO specialists collaborate with design teams to ensure visualassets align with brand guidelines and ASO best practices. UserReview and Feedback Management: - Setting up processes to respondto user reviews and ratings in app stores, addressing concerns andleveraging positive feedback to enhance app reputation. -Collaborating with product and customer support teams to addressuser feedback and improve app features. Competitor Analysis: -Conducting regular analysis of competitor apps to identifyopportunities and threats in the app store landscape. - Leveraginginsights from competitor analysis to inform ASO strategies anddifferentiate the app. SEO Reporting & Performance Tracking -Defining and tracking SEO KPIs, ensuring visibility intoperformance across different business units. - Leading SEOanalytics and reporting, centralising insights and audit processes.- Refining SEO measurement frameworks to drive improvements anddemonstrate Cross-Team Collaboration & Stakeholder Engagement -Working closely with market teams, brand & creative, andtechnology departments to embed SEO best practices. - Managingrelationships with external agencies, ensuring efficiency andeconomies of scale. - Establishing thought leadership partnershipswith key industry players like Google. And what do you need? -Extensive experience in SEO and ASO, with a proven track record ofdriving organic growth in digital businesses. - Deep knowledge oftechnical SEO, content strategy, backlinking, and platformmanagement. - Strong analytical skills with expertise in SEOanalytics, KPIs, and centralised reporting. - Experience managingmulti-language SEO and global market strategies. - Hands-onexperience with AI-driven SEO tools and automation techniques. -Excellent stakeholder management skills, with the ability to alignteams and drive collaboration. - Strong project managementcapabilities, including roadmap development and execution. -Experience working with Google, SEO agencies, and industry thoughtleaders. - Familiarity with SEO tools such as Google SearchConsole, SEMrush, Ahrefs, Screaming Frog, and others. - Experienceleading a successful SEO team This is what you'll get Differentbenefits packages are tailored to fit each location, but here’s ataste of what may be on offer: - Annual leave - Annual bonus -Pension plan - Health insurance - Company share scheme - Homeoffice allowance - Wellness or Gym allowance DNA / Values AtBally’s Interactive, we are driven by a set of core values that welike to call our DNA. We strive to embody our DNA and keep them atthe heart of everything we do! We are Always Ready to embracechange, adapt, and do what it takes to delight our customers. Webelieve that You Make the Difference, which is what gives ourplayers the best experience and keeps them coming back. We are AllOne Team, looking out for each other, respecting diversity whileconnecting through a common purpose. Our teams are Learning EveryDay by showing constant curiosity and the drive to learn fromsuccesses, mistakes, new experiences, and the people around us. AtBally’s we Love to Lead by thinking differently, seekinginnovation, and always looking for ways to raise our game. AtBally’s Interactive, we are committed to promoting equalopportunities in employment and working conditions. Diversity,Equity and Inclusion are important to us, and we encourage aculture where everyone can be themselves at work. We believepassionately that employing a diverse workforce is central to oursuccess, this is our superpower. We do not discriminate againstemployees or job applicants on the basis of race, colour,nationality, ethnic or national origin, age, sex or sexualorientation, gender reassignment, religion or belief, marital orcivil partner status, pregnancy or maternity, political opinion ordisability. #J-18808-Ljbffr
